Hotel Association of Canada

Content

Social Media

Strategy

The Hotel Association of Canada wanted to convince elected officials to better regulate the short-term rental industry. SCL devised a social media strategy that caught the attention of decision-makers in and around Parliament Hill.

Completed December 2018

The Ask

The Hotel Association of Canada needed to amplify its message that the vast majority of Airbnb’s growth is driven not by people renting out a spare bedroom, but by hosts running “shadow hotels”—and that the lack of government oversight over the sharing economy has unintended consequences for consumers.

Solution

SCL researched and executed a targeted social media campaign dispelling the myths surrounding Airbnb rentals in Canada and making the case for a tighter regulatory framework. We oversaw the production and scheduling of a series of custom Twitter posts—in both English and French—for the HAC’s official account, each with a different piece of information in support of the group’s objective.

Results

The #fairrules campaign generated over 330,000 total impressions, and compelled MP Sheri Benson to openly endorse the Hotel Association’s call for Airbnb to be federally regulated.